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From Social Media to Social Business: The Social Continuum
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From Social Media to Social Business: The Social Continuum

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  • 1. The Social Continuum
    From Social Media to Social Business
  • 2. overheard
    The Social Continuum
    2
    “It's time for us to step into Social Mediaand engage the conversation"
  • 3. The Social Continuum
    3
  • 4. The Social Continuum
    4
    brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing Brands have multiple reasons for going theresocial media optimization • viral marketing • influence conversational marketing • social media optimization brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing social media optimization • brand recognition • brand awareness • customers acquisition • lead generation recruitment • empathy • e-reputation • viral marketing
  • 5. The Social Continuum
    5
    So more and more brands jump into the social media space to gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends
  • 6. The Social Continuum
    6
    This is called Social Media Marketing
    or
    Marketing 2.0
  • 7. The Social Continuum
    7
    but it should be called
    Marketing 1.0001
    since those are just old practices
    transposed into digital media
  • 8. The Social Continuum
    8
    When entering Social Media, most brands and agencies believe they are dealing with anothermedia, but they truly deal with
    social
  • 9. The Social Continuum
    9
    social
    as in social web, is an entirely new and unknown territory
  • 10. The Social Continuum
    10
    Brands are opening Pandora’s box without ever noticing
  • 11. The Social Continuum
    11
    When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...
  • 12. The Social Continuum
    12
    He ignored that 6 years later, Facebook would be a 400 millions members' network, where people create content, share content, listen, chat, tag, like, discuss, pay, connect together
  • 13. The Social Continuum
    13
    When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...
  • 14. The Social Continuum
    14
    He ignored that 4 years later, Twitter would be a 100 millions members' service, upon which apps are built to allow people to share links, information, location, discussions, ideas, thoughts, sentiments together
  • 15. The Social Continuum
    15
    And all this is just
    the beginning
  • 16. The Social Continuum
    16
    The social territory is filled with hundreds of millions of people talking together about what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what
  • 17. The Social Continuum
    17
    This is called
    Customer experience
  • 18. The Social Continuum
    18
    Customers do not want to be brands' friends, fans or followers. They want to share their experience.
  • 19. The Social Continuum
    19
    They want to co-create value with brands
  • 20. The Social Continuum
    20
    When entering social media, brands give their customers a voice which will never stop
  • 21. The Social Continuum
    21
    Dealing only with the 'media' in social media is like ignoring this voice
  • 22. The Social Continuum
    22
    But listening to this voice will change the way business is done
    FOREVER
  • 23. The Social Continuum
    23
    This is called
    Social business
  • 24. The Social Continuum
    24
    The social territory give brandshundreds of millions of new touch points
    with their customers
  • 25. The Social Continuum
    25
    While listening to conversations, brands can now learn from every single user's experience
  • 26. The Social Continuum
    26
    They can gain new invaluable knowledge from these conversations
  • 27. The Social Continuum
    27
    Knowledge about creating better services and products
  • 28. The Social Continuum
    28
    Knowledge about better serving their customers
  • 29. The Social Continuum
    29
    Knowledge about what customers really want, not about what brands think customers want
  • 30. The Social Continuum
    30
    This is part of what is called
    Social learning
  • 31. The Social Continuum
    31
    Social learning is the key which will allow organizationsto capture and harness those knowledge flows.This means:
  • 32. The Social Continuum
    32
    Informal learning
    Knowledge strengthens from diversity and sense-making, weakens from silos and boundaries
  • 33. The Social Continuum
    33
    Collaboration & Communities
    Employees, too, are joining the conversation and sharing knowledge
  • 34. The Social Continuum
    34
    Co-creation
    Knowledge belongs to interaction and openness,not to repositories
  • 35. The Social Continuum
    35
    Social learning is an iterative, non linear process which capitalizes on networked knowledge flows
  • 36. The Social Continuum
    36
    Almost every department of organizations can, and will, learn that way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …
  • 37. The Social Continuum
    37
    Co-creation of value, knowledge sharing and collaborative learningis the future of business
  • 38. The Social Continuum
    38
    Thierry de Baillon
    tdebaillon@socialearning.fr
    @tdebaillon
    Socialearning
    http://www.socialearning.fr
    Mark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license